1. Communicative Writing Week 8 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

2. Today’s Class Writing for web - mini lecture Website analysis In-class assignment (FYI - course outline has changed a bit) Review homework Writing for web - mini lecture Website analysis In-class assignment (FYI - course outline has changed a bit) Review homework

3. How Users Read the Web They don’t - they scan the page:  highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others  meaningful sub-headings (not "clever" ones)  bulleted lists  one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)  the inverted pyramid styleinverted pyramid  half the word count (or less) than conventional writing They don’t - they scan the page:  highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others  meaningful sub-headings (not "clever" ones)  bulleted lists  one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)  the inverted pyramid styleinverted pyramid  half the word count (or less) than conventional writing

4. Credibility Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. Regular updates to websites is also extremely important for maintaining an engaged readership. Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. Regular updates to websites is also extremely important for maintaining an engaged readership.

5. Reader level of interest Every person has a certain level of interest in every web page. This may be: no interest some interest strong interest Every person has a certain level of interest in every web page. This may be: no interest some interest strong interest

6. Writing for each level of interest  The levels of interest can be more clearly defined:  no interest  title only  one sentence summary  one paragraph summary  major points  minor points  detailed interest  thirst for more information  The levels of interest can be more clearly defined:  no interest  title only  one sentence summary  one paragraph summary  major points  minor points  detailed interest  thirst for more information

7. How to write for a variety of different readers  Write a one sentence summary of the article  Using this summary sentence, develop a short, informative title  Using that sentence write a one paragraph summary for the article  create the major headings (these can be placed under the paragraph summary and hypertext linked)  write down the minor points for each section, ordering them appropriately  put relevant links next to their corresponding point  Use boldface to highlight the minor points  Write a one sentence summary of the article  Using this summary sentence, develop a short, informative title  Using that sentence write a one paragraph summary for the article  create the major headings (these can be placed under the paragraph summary and hypertext linked)  write down the minor points for each section, ordering them appropriately  put relevant links next to their corresponding point  Use boldface to highlight the minor points

8. Bite - Snack - Meal Approach  The headline serves as the bite  The snack is a two or three sentence summary of the article beneath the headline  The headline is hypertext linked to the full article which is the meal.  This approach allows the reader to choose what level of detail he/she wants.  The headline serves as the bite  The snack is a two or three sentence summary of the article beneath the headline  The headline is hypertext linked to the full article which is the meal.  This approach allows the reader to choose what level of detail he/she wants.

9. Review Sample text

10. General Tips The shorter, the better Active voice Strong verbs Attribute sources Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest. Use formatting: Break up that boring mass of gray type by using lists and bold headers Easy to read: No block of text more than five lines on the screen. The shorter, the better Active voice Strong verbs Attribute sources Contextual hyperlinking: Online narratives should allow readers to "branch off" and click through to other, more detailed, supporting content, depending upon a reader's level of interest. Use formatting: Break up that boring mass of gray type by using lists and bold headers Easy to read: No block of text more than five lines on the screen.

11. Website Format Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in) Content pages - add valuable and relevant content (can be a bit more detailed) Each page should contain: Organization ’ s name and logo Link to the home page A headline that summarizes the page content A navigation bar Content-driven copy with hypertext links Navigation pages - act as a road map for your entire site (readers scan these pages and move off of them quickly to content that they are interested in) Content pages - add valuable and relevant content (can be a bit more detailed) Each page should contain: Organization ’ s name and logo Link to the home page A headline that summarizes the page content A navigation bar Content-driven copy with hypertext links

12. Writing for Social Media Blogs - Short for web log, is an online personal essay and a place where readers can post comments Wiki - is a site that allows for the easy creation and editing of information by readers RSS feed - allows for regular updates to be fed to readers in a simple format These forms of social media dissolve the barrier between writer and reader, creating a more informal and interactive writing environment. Written in a clean, active, conversational style that will make readers feel comfortable as if they were talking with a close friend. Blogs - Short for web log, is an online personal essay and a place where readers can post comments Wiki - is a site that allows for the easy creation and editing of information by readers RSS feed - allows for regular updates to be fed to readers in a simple format These forms of social media dissolve the barrier between writer and reader, creating a more informal and interactive writing environment. Written in a clean, active, conversational style that will make readers feel comfortable as if they were talking with a close friend.

13. The Importance of Keywords  Choose targeted and specific keywords for your site  This is extremely important for users to find your site  Many free tools to help you find the best keywords  Choose targeted and specific keywords for your site  This is extremely important for users to find your site  Many free tools to help you find the best keywords

14. Where to put keywords Headline: Most people who read on the Web scan Web pages quickly. This is why headlines are so important - they give your reader a chance to get what they need fast with a minimum of fuss Content: Keyword phrases are also in the site content. This is where it can get tricky, because it's easy to just write that keyword phrase where ever that keyword phrase might fit into where the keyword phrase could go (see what I mean? sounds terrible!). Be natural about it. Headline: Most people who read on the Web scan Web pages quickly. This is why headlines are so important - they give your reader a chance to get what they need fast with a minimum of fuss Content: Keyword phrases are also in the site content. This is where it can get tricky, because it's easy to just write that keyword phrase where ever that keyword phrase might fit into where the keyword phrase could go (see what I mean? sounds terrible!). Be natural about it.

15. Analyze a website With a partner, visit the webby awards website www.webbyawards.com Choose a website Answer the following questions: Who is the audience? What is the structure of layers, sub-layers, links and navigation tools? What information is targeted to each audience? How would you characterize the writing? How do you access more in-depth information? What information is constant on each page? What improvements would you recommend for this site? With a partner, visit the webby awards website www.webbyawards.com Choose a website Answer the following questions: Who is the audience? What is the structure of layers, sub-layers, links and navigation tools? What information is targeted to each audience? How would you characterize the writing? How do you access more in-depth information? What information is constant on each page? What improvements would you recommend for this site?

16. Integrated Advertising Project Partner projectPartner project Worth 30% of your final markWorth 30% of your final mark Real life clientReal life client Six components to the assignmentSix components to the assignment Do you have a partner?Do you have a partner? Do you have a client?Do you have a client? By March 7 th – Memo/email to me identifying who is your partner/client.By March 7 th – Memo/email to me identifying who is your partner/client.

17. In-class Assignment Rewrite a magazine article as a website.Rewrite a magazine article as a website. Due by 10:00 am tomorrow.Due by 10:00 am tomorrow.

18. What to expect next class… Schedule has changed.Schedule has changed. Next week we will begin looking at print ads.Next week we will begin looking at print ads.

19. Homework Read “Print Advertisements” p. 131-138Read “Print Advertisements” p. 131-138 Begin thinking about partner and client for IAPBegin thinking about partner and client for IAP Read “Print Advertisements” p. 131-138Read “Print Advertisements” p. 131-138 Begin thinking about partner and client for IAPBegin thinking about partner and client for IAP